Cut Flowers - Global Outlook

  • ID: 661694
  • Report
  • Region: Global
  • 58 Pages
  • Global Industry Analysts, Inc
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The global outlook series on Cut Flowers provides a collection of statistical anecdotes, market briefs, and concise summaries of research findings. The report provides a rudimentary prelude to the Cut Flowers industry. Illustrated with 19 fact-rich market data tables, the closely summarized discussion offers a broad overview of the market in the United States, France, Germany, UK, Japan, and China.

The report offers a brief discussion on the global market outlining the trade scenario (export & imports), Asia's imposing presence in the fresh cut orchid flowers market, and the changing customer perception of flowers. Also included is an indexed, easy-to-refer, fact-finder directory listing the addresses, and contact details of 150 companies worldwide.

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CUT FLOWERS

A GLOBAL OUTLOOK, JANUARY 2012

CONTENTS

1. OVERVIEW 1
Cut Flower Industry - An Introduction 1
Market Dynamics 1
Table 1: World Recent Past, Current and Future Analysis for
Cut Flowers by Geographic Region -US, Japan, Europe, China,
and Rest of World Markets Independently Analyzed with Annual
Revenue Figures in US$ Million for Years 2010 through 2015 2

Table 2: World 5-Year Perspective for Cut Flowers by Region
  • Percentage Breakdown of Dollar Revenues for US, Japan,
Europe, China, and Rest of World Markets for Years 2011 and
2015 3
Developing Nations Emerge as Potential Leaders 3
Leading Regional Markets 4
Recession and Beyond 4
Asian Domination in World Orchid Cut Flowers Market 5
World Favorites 5
Flowers: Changing Customer Perspective 5
Floriculture 5
Global Exporters, Importers and Producers 5
Table 3: Leading Cut Flower Importing Countries (2010):
Percentage Breakdown of Value Imports for Germany, US, UK,
Netherlands, Russia, and Others 6

Table 4: Leading Cut Flower Exporting Countries (2010):
Percentage Breakdown of Value Exports for Netherlands,
Colombia, Ecuador, Kenya, and Others 6

2. MARKET TRENDS 7
Quality Triumphs 7
Emergence of Mass Markets 7
Advertisement and Promotional Expenditure Rises 7
Various Purchasing Patterns 7
Change in Consumer Preferences 8
Opportunities Shift to New Competitive Markets 8

3. STRATEGIC CORPORATE DEVELOPMENTS 9

4. STRATEGIC CORPORATE DEVELOPMENTS IN THE RECENT PAST - A
PERSPECTIVE BUILDER 11

A REGIONAL MARKET PERSPECTIVE 14

1. NORTH AMERICA 14

1a. UNITED STATES 14
Overview 14
Table 5: The US Recent Past, Current and Future Analysis for
Cut Flowers and Bulbs by Product Segment - Roses, Lilies,
Gladioli, Tulips, Potted Chrysanthemums, Orchids, Standard
Carnations, and Other Bulbs & Cut Flower Markets
Independently Analyzed with Annual Revenue Figures in US$
Million for Years 2010 through 2015 15

Table 6: The US 5-Year Perspective for Cut Flowers and Bulbs
by Product Segment - Percentage Breakdown of Dollar Revenues
for Roses, Lilies, Gladioli, Tulips, Potted Chrysanthemums,
Orchids, Standard Carnations, and Other Bulbs & Cut Flower
Markets for Years 2011 and 2015 16
Market Trends 16
Organic Cut Flowers Draw Wide Acceptance 16
Increasing Demand for Specialty Cut Flowers 17
Bracing Up Competition 17
Blossoming Danger 17
Import/Export Market 17
Table 7: US Cut Flower Imports by Country of Origin (2010):
Percentage Breakdown of Value Imports for Colombia, Ecuador,
Netherlands, Canada, and Others 18

Table 8: US Cut Flower Exports by Destination (2010):
Percentage Breakdown of Value Exports for Canada, Japan,
Netherlands, and Others 18

Table 9: US Cut Flower Imports by Flower Type (2010):
Percentage Breakdown of Value Imports for Roses,
Chrysanthemums, Carnations, Alstroemeria, and Others 18

Table 10: US Flower Imports by Category (2010): Percentage
Breakdown of Value Imports for Cut Flowers, Cut Roses, Live
Trees and Plants, and Bulbs and Tubers 19

Table 11: Cut Flower Sales in the US at Wholesale Level
(2010): Percentage Breakdown of Value Sales by Product
Segment- All Roses, All Lilies, Gladioli, Tulips, and Other
cut flowers 19
Distribution 19
Internet Factor 19

1b. CANADA 20
Overview 20
Imports & Exports 20
Table 12: US Cut Flower Imports by Country of Origin (2010):
Percentage Breakdown of Value Imports for Colombia,
Netherlands, Ecuador, and Others 20

2. JAPAN 21
Overview 21
Table 13: Japanese Market for Cut Flowers and Bulbs by
Product Segment (2010): Percentage Breakdown of Dollar
Revenues for Potted Chrysanthemums, Standard Carnations,
Roses, Lilies, Tulips, Orchids, Gladioli, and Other Bulbs &
Cut Markets 21
Channels of Distribution 22
Market Trends 22
Recession Wilts Cut Flower Market 22
Changing Consumer Preferences 22
Imports On a Rise 22
Labor Shortage 23
Imports and Exports 23
Table 14: Japanese Cut Flower Imports by Country of Origin
(2010): Percentage Breakdown Volume Imports for Malaysia,
South Korea, China, Colombia, Thailand, and Others 23

Table 15: Japanese Cut Flower Imports by Country of Origin
(2010): Percentage Breakdown of Value Imports for Malaysia,
Colombia, China, Thailand, Taiwan, and Others 24

Table 16: Japanese Cut Flower Imports by Product Segment
(2010): Percentage Breakdown of Volume Imports for
Chrysanthemums, Carnations, Orchids, Roses, Lilies, and Other
Fresh Cut Flowers 24

Table 17: Japanese Cut Flower Imports by Product Segment
(2010): Percentage Breakdown of Value Imports for
Chrysanthemums, Carnations, Orchids, Roses, Lilies, and Other
Fresh Cut Flowers 24

3. EUROPE 25
Market Dynamics 25
Table 18: European Recent Past, Current and Future Analysis
for Cut Flowers by Geographic Region -France, Germany, Italy,
UK, The Netherlands, Spain, and Rest of Europe Markets
Independently Analyzed with Annual Revenue Figures in US$
Million for Years 2010 through 2015 26

Table 19: European 5-Year Perspective for Cut Flowers by
Geographic Region - Percentage Breakdown of Dollar Revenues
for France, Germany, Italy, UK, The Netherlands, Spain, and
Rest of Europe Markets for Years 2011 and 2015 27

3a. GERMANY 28
Overview 28
A Shift in Consumption Pattern 28

3b. UNITED KINGDOM 29
Overview 29
Market Trends 29
Cut Flowers - Style Icons 29
Supermarket Dominance 29
Not Just an Occasional Purchase Anymore 30

4. ASIA-PACIFIC 31

4a. AUSTRALIA 31
Overview 31
Imports and Exports 31
Opportunities 31
Challenges Ahead 32

4b. CHINA 33
Overview 33
Market Trends 33
Robust Growth of Cut Flowers Market 33
Revolutionary Changes in Preferences 33
Growth Restraints 34

4c. INDIA 35
Overview 35
Favorable Conditions 35
Lack of Quality Products 35
Role of Government 36

4d. SOUTH KOREA 36
South Korean Flower Exports Blossom 36

4e. MALAYSIA 36
Overview 36

4f. NEW ZEALAND 37
Overview 37

5. LATIN AMERICA 38

5a. COLOMBIA 38
Overview 38
Industry Characteristics 38
Growers Looking for New Markets 38

5b. ECUADOR 39
Overview 39

GLOBAL DIRECTORY
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The global cut flowers market is extremely dynamic. Flower varieties, production centers, cultivation methods, marketing, and supply techniques, are all undergoing continuous changes. The market players are challenged to adapt to these changes. Cut flower exporters from developing nations are gaining market share at the expense of existing players from developed nations. Leading flower growers are trying to regain lost market share by increasing the production and quality of the flowers, and through innovation and diversification.

The global economic crisis took its toll on the cut flowers market as sales of fresh cut flowers withered, owing to the frugal spending patterns, and currency fluctuations. Rising costs and stagnant prices reduced grower margins, obliging growers to shift focus towards cost leadership through producing bulk products, scaling up, and specializing in products targeting particular market segments. Though the recession had affected the sales and trading of fresh cut flowers, it has not completely wilted the bloom in the market. Global cut flowers market witnessed a positive growth in 2010, after a decline in 2009, both in terms of acreage and value, with emphasis having shifted to developing regions exporting to the industrialized countries. Cut flower consumption is increasing, as it is related to human emotions. Wilting impact of economic recession, customer attitude, various reasons for buying flowers, and larger distribution channels play a vital role in increasing the demand for cut flowers throughout the world. Productivity, a vital aspect of cut flower industry, is still expanding as major players in the market continue to research and develop efficient production technologies.

Flowers, once considered to be mere decorative items, are now gaining recognition as special occasion items with rapid changes in customer attitudes. Higher levels of disposable incomes, and supermarkets and other retail stores featuring exclusive outlets for flowers primarily drove the change. Finally, online trading of fresh flowers has become immensely popular because of the convenience factor. Over the years, online purchase has gained in popularity mainly because of convenience and easy delivery service and this holds true especially for fresh cut flowers arrangements. Increasing consumer demand for high quality products is driving the need to export only premium quality flowers.

The flower industry is attracting new entrants despite various entry barriers such as huge capital, technical expertise, and infrastructure. Ecuador, Zimbabwe, and Kenya are the fast growing suppliers of cut flowers. India, China, Korea, Malawi, Malaysia, Mexico, Peru, Palestine, Zambia, South Africa and various other nations are the emerging growers in the cut flowers industry. All these exporters can compete with European suppliers, even though they are far from the major flower markets. These nations have weather conditions perfect to grow cut flowers. Low production, ineffective cold storage systems and poor transportation has limited the competitiveness of developing countries such as India and China. Besides the traditional growers, which include the US, Japan, Italy, Netherlands, and Colombia, recent times have witnessed the emergence of new producers, especially in Asia where countries have taken to horticulture on a large scale. Japan boasts of a large domestic market.

© Global Industry Analysts, Inc., USA.
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